Conduct Predictive Modeling to Increase Inquirers and Donors

GOAL: Identify and convert new allies and open new markets.

Establish a market profile by segmenting the geo-demographic, social, and lifestyle clusters of current and past families and alumni to insure that you re-create new sources of revenue. Increase diversity. Identify donors. Understand shifting markets. Rank potential matches in priority order that will provide the greatest return on your investment in marketing.

GOAL: Create a Resilient and Flexible School, and Channel the Power of Internal Marketing and Organizational Alignment.

Every employee of an organization and every Trustee has a critical stake in student and faculty recruitment, retention, philanthropy, and the success of the mission. Today, evidence of value and relevance is critical. The value proposition is based on return on investment, innovation, customer service, and cost-consciousness -- and this is what drives positive word of mouth. Understand how your internal community evaluates this. Understand what your administrative structure tells your internal and external communities about what you value.

Word of mouth is an organization’s most credible and consistently successful marketing tool. Word of mouth starts inside the organization. For schools, effective internal marketing is responsible for up to 80% of new enrollment.

Conduct Brand Identity / Brand Valuation (Image) Audit

GOAL: Listen confidentially to those you serve and seek to serve.

Listen independently. Objectively. Understand deeper factors that affect enrollment and reenrollment decisions. Understand what your current and potential customers and referrers value, how they see you, and what they need. There are over 20 potential constituent groups and you need to know what they are thinking. Understand the relationship among marketing, image, and your finances. Build and strengthen relationships. Discover community partnerships that will enhance curriculum. Build evidence of value. Bring the organization together using an objective external perspective.

Planning and Implementation

GOAL: Inspire action that measurably advances the mission.

Steps 1-3 generate synergy, energy, and momentum. Step 4 capitalizes on that momentum to clarify “Who we are, What we stand for, Why it matters, and Where we’re headed.” Clarify the relationship of financial condition to institutional goals for planning, fundraising, and resilience. Step 4 insures personal ownership of the mission, culminating in institutional strategic planning and implementation, and covering everyone's role in making it happen.

Coaching

Goal: A systematic approach to professional development.

Coaching a new employee or taking someone to the next level of their career can happen before or after any of the steps previously mentioned. This can be a standalone service, with coaching calls occurring every week or at selected intervals.

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Starter Package

What if you just need a short-term objective point of view on your situation from an experienced administrative and advancement professional?

The Connor Associates starter package includes a presentation and hands on workshop at your school. This session for senior administrators and trustees at independent schools looks at external trends, examines internal environment, and engenders understanding and enthusiasm for everyone's role in outreach, retention, and creating relevance, visibility, and value.

The cost is minimal. The risk is non-existent. The value is immense. Some schools use this workshop to get a blueprint that will enable them to move ahead on their own. Most continue with Connor Associates as a collaborative ally, and for good reason.